Testing, Testing, 123… with Cherian Koshy

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“People describe themselves often in the best possible terms. We want to appear professional and smart, and moral and ethical to people, so that we're not social outcasts. [But] if we took that information, then put it pro forma against giving data, it clearly is not the case. So where is that disconnect occurring? It occurs because we have a higher opinion of ourselves and want to believe certain things about ourselves that actually aren't true.” — Cherian Koshy

You might have heard about the benefits of testing in your fundraising. Tweaking copy and sending to two different groups to see which performs better. Testing different web pages to see which gets more conversions. Maybe you’ve also tried to survey your donors to see what they like. This can be daunting, but it doesn’t have to be! On today’s podcast join Cherian Koshy to deep dive into all things testing in a way that’s accessible to small organizations with limited resources. 

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Highlights:

1.    Why you should be testing and getting to understand your donor’s behaviours

2.    How to use market research and other tools to get a clear picture of how your donors actually behave (vs. what they say they will do)

3.    Testing behavior through conjoint analysis (and what even is conjoint analysis)

4.    Framing questions to avoid bias and social desirability bias

Connect with Cherian:

·         http://www.cheriankoshy.com/ 

·         LinkedIn: linkedin.com/in/cheriankoshy/

·         Twitter: @cherian_koshy

Resources Mentioned In This Episode:

·         Endowment Partners

·         Robert Cialdini’s Pre-Suasion